Head of Marketing (CMO or VP of Marketing)
Mexico City
Marketing – Marketing /
Full Time /
Remote
About Kueski
At Kueski, we're dedicated to improving the financial lives of people in Mexico. Since 2012, we've been the leading buy now, pay later (BNPL) and online consumer credit platform in Latin America, known for our innovative financial services. Our flagship product, Kueski Pay, provides seamless payment solutions for both online and in-store transactions, establishing itself as the preferred option for a quarter of Mexico's top e-commerce merchants. Notably, we were the first to introduce BNPL on Amazon Mexico.
We're a tech company with a culture geared toward innovation, collaboration, and impact, fostering a strong, diverse, and inclusive company culture. In 2023, Kueski was recognized as the top BNPL platform by Fintech Breakthrough and earned the title of one of Mexico's most ethical companies from AMITAI. Additionally, we ranked as one of the Best Companies for Female Talent by EFY.
Purpose
For millions of Mexicans, Kueski is synonymous with an opportunity to finance their needs and dreams. As our Head of Marketing reporting to the CEO, you are responsible for leading marketing strategies and plans to enable the company to grow while becoming a loved brand. You oversee all aspects of marketing, including performance & growth marketing for B2B and B2C, brand management, product marketing, social media, communications, public relations, and marketing operations. The ideal candidate is viewed as a highly competent leader who sets the direction for the company’s marketing strategies and drives decision making down the organization, ensuring clarity of goals, metrics, roles, and responsibilities. This leader actively drives forward the company mission and culture and is counted on to lead their organization to scale while achieving company-wide objectives.
Key Responsibilities
- Strategic Planning: Plan Kueski’s marketing strategies and goals; develop marketing plans that are aligned to goals; establish and track metrics. Research and identify market trends and target audiences and develop or adapt marketing plans accordingly; design models that drive decision making for segmentation, customization, orientation, attribution and life of the customers’ value optimization and automation; lead the process for the continuous evaluation of trends and adjust strategy to capitalize on shifts in the marketplace. Understand Kueski’s business and unit economics to formulate key marketing equations and data driven decisions.
- Brand Management: Develop and maintain a strong and consistently loved brand; ensure all messaging and content is aligned to our brand identity across all channels; oversee brand guidelines and ensure brand compliance; drive initiatives that will enhance our brand reputation in the market.
- Customer Acquisition: Develop and execute marketing strategies to drive customer acquisition and retention for both B2C and B2B efforts; oversee digital marketing, SEO, SEM, social media, email marketing, content marketing, ATL and other marketing efforts, etc.
- Marketing Performance and Analytics: Establish KPIs and metrics to measure marketing effectiveness; provide the ROI on all marketing activities; pull together all analytics and clearly display the value or shortcomings of marketing strategies and plans so that we can pivot swiftly as needed; develop and prioritize initiatives to have the highest potential impact for achieving goals; provide regular reporting to the executive team; develop, evaluate, and manage the marketing budget to ensure resources are allocated in the most effective manner to demonstrably grow our revenue while managing customer acquisition costs.
- Leadership: Create an entrepreneurial, startup environment of learning, development, and innovation; adopt and maintain agile marketing practices in which the Marketing team is constantly getting feedback and thinking about and testing new ideas. Build, align, lead, and inspire a diverse, world-class marketing team; establish a bench of marketing leaders; organize, hire, and develop the marketing team to become leaders within cross-functional teams (tribes) working on company-wide goals.
- Stakeholder Management: Establish strong and effective relationships across all stakeholders; work hand in hand with Finance, Product, Design, Data, Risk, Lending, Sales, and Customer Operations to develop and align strategies that will increase consumer/merchant acquisition, improve customer experience, optimize conversions, maintain high NPS/LTV results, etc.
- Product Marketing: Collaborate with product teams to develop compelling product messaging and GTM strategies, conduct market research to identify customer needs, preferences and product opportunities, drive product positioning, pricing, and competitive analysis to maximize product adoption.
- Marketing Operations: Ensure marketing processes and systems are well managed and work seamlessly with our internal platforms as well as sales and customer management systems
Position Requirements
- Highly collaborative leader who works exceptionally well across the company with a learning and exploration mindset; can respond to business needs with an ability to execute quickly
- Strategic thinker who is highly organized and responsible to move from fluidly from vision to detailed action plans in a dynamic and agile manner
- Track record of hiring, developing, leading, and empowering top talent in a marketing organization, taking responsibility for their function to adoption continuous improvement, and innovation with a customer and product-led mindset
- Solid experience leading the marketing function in both B2C and B2B environments for a digital product, ideally in the online payments or e-commerce industry in Mexico; experience in working in a high growth, fast-paced technology company
- Ability to make thoughtful, actionable and data-driven decisions under minimal structure, and quickly build consensus with senior level internal and external stakeholders; leads with influence and a combination of negotiation and persuasion skills
- Exceptional communication skills with ability to convey and explain ideas and detailed plan clearly and confidently
- High level of personal and professional integrity and trustworthiness with strong work ethic
- Ideally resides in Mexico or truly understands the Mexican consumer market; fluency in written and spoken English and Spanish
